Opinion leader to generate widespread exposure in Germany

21 Jun 2013

Over 800,000 German viewers will get to experience New Zealand through the eyes of popular German actor Hannes Jaenicke, thanks to a recent broadcast opportunity.

In March Tourism New Zealand brought German broadcaster n-tv, along with high-profile actor Hannes Jaenicke to the country to experience destination New Zealand and film a 30 minute episode of 'This is my…' as part of its International Media Programme.

Set to air in 2014, 'This is my…' is one of only a few travel shows in Germany. Each episode focuses on a single destination, which is then replayed a further six times increasing its reach and viewership.

General Manager Western Long Haul Markets, Gregg Anderson says; "the show is great opportunity to gain compelling, high-profile media coverage in Germany and to inspire and excite active considerers to book a trip to New Zealand.

"With his high profile in Germany and passion for the protection of nature and wildlife - Jaenicke makes a great fit to host the episode."

"Our research suggests that Hannes will resonate well with our target market in Germany, scoring high in awareness, likeability and fit with young professionals and active empty nesters."

Activity such as this has proven to be incredibly successful in generating positive, on message coverage for Tourism New Zealand, says Gregg.

Tourism New Zealand previously worked with this the 'This is my…'programme in 2010 with influencer Sophie Schuett resulting in coverage which reached more than 1 million viewers and 2.1 million unique users online.

Germany is our second-largest visitor market in Europe, accounting for over 64,000 visitors in the year ending April 2013. German visitors are also very valuable staying on average 49.6 days